Idea:

To bring listeners back to the carefree moment of their lives, we created MixtapeOfYou.com - a fun site that lets you create, name and share digital mixtapes.

Execution:

The site was designed to create a digital experience reminiscent of actually making a mixtape. Everything, from the skeuomorphic design to details like pressing play and record to start recording.

Users got to select their tapes, labels, and take a trip down memory lane with 5 fun questions like, ‘when did you graduate high school?’ or ‘when was your first kiss?’. Based on the answers, from a curated list of over 100,000 songs, the site served up a unique mixtape. People could then personalize it even further by replacing tracks and naming it with fun names.

The platform was created in partnership with Spotify and featured every song that's played on Boom 97.3.

To fan the social flames, we also created fun gifs, gave away limited edition posters, vintage cassette players and even played people’s mixtapes and interviewed them live on air, everyday.

Results:

With cassette tape nostalgia at its peak in pop culture, the campaign surpass every engagement benchmark on a shoestring budget:

-Over 70% of site visitors created a mixtape.

-More than 14,000 mixtapes were created at last check.

-A staggering 78% of the tapes were shared on social media.

-Over 6 million targeted impressions were generated within the GTA.